Influences of Need for Uniqueness, Social Media and Social Peer on Consumption Status in Generation Y and Z Consumers in Turkey: The Mediating Role of Social Exclusion
Authors/Creators
- 1. a Faculty of Applied Sciences, International Trade and Logistic Department Tarsus University, Turkey
- 2. Department of Business Administration, International Islamic University Malaysia Box No. 10, 50728 Kuala Lumpur, Malaysia
- 3. Faculty of Business and Professional Studies, Management and Science University Malaysia
- 4. Putra Business School, University Putra Malaysia, 43400, UPM, Serdang, Selangor, Malaysia
Description
Consumers mostly prefer products with the same functionality to be used as an indicator of status and wealth. It is essential to determine the motivations that drive consumers to status consumption. The purpose of this study is to determine the consumption habits of customers in generations Y and Z. The perceived social exclusion, uniqueness need, social peer influence, social media intensity, and status consumption of 'consumers' are researched for this purpose. With the use of the online survey approach, 158 valid replies were acquired between the 12th and 23rd of January 2021. Data was collected using an through online survey with six part of questionnaire. This research discovered that social exclusion and the need for uniqueness have a strong significant impact on status consumption. Furthermore, social peer influence has been found to have a considerable significant effect on consumption status and social exclusion. To summarize, this study's sample consisted solely of Turkish customers. It would be beneficial to conduct a comparative research with other countries. Second, all of the participants belonged to the Y and Z generations. Their ages ranged from 19 to 39 years old. There are five variables in the structural equation model. Future studies could include a wider range of variables.